After selling her Rhode brand to e.l.f. Beauty for a frosty $1 billion, Hailey Bieber officially became a billionaire—and her husband Justin honored
After selling her Rhode brand to e.l.f. Beauty for a frosty $1 billion, Hailey Bieber officially became a billionaire—and her husband Justin honored the substantial business deal by keeping his mouth shut.
On May 28, the day the acquisition was announced, Justin shared a photo of Hailey standing behind a desk with some of her skin-care products, alongside a screenshot of her confirming the news on Instagram. But after sparking backlash with his response to Hailey’s recent Vogue cover, Justin kept any of his own praise—backhanded or otherwise—off of social media.
Hailey, who will remain chief artistic officer and head of innovation at Rhode, in addition to acting as a strategic adviser for e.l.f., celebrated the sale and reflected on founding the brand in 2022. “I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally,” she wrote in her own May 28 Instagram post. “So, today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode.”
She continued: “I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand.”
Rhode Beauty is e.l.f.’s largest purchase to date, topping its $355 million acquisition of skin care brand Naturium in 2023, CNN reports. The deal includes $800 million in cash and stock at closing, with a potential additional $200 million earnout based on Rhode’s future growth.
Perhaps it was wise for Justin to forego any public words about Hailey’s accomplishments. When acknowledging her first solo Vogue cover last week, Justin inexplicably wrote on Instagram that he once told Hailey during “a huge fight” that she would “never be on the cover of Vogue.” He apologized for this miscalculation in the original caption, then deleted his comments altogether, replacing them with a series of emojis reading, “🤷🫵🏻🫶🏼🥹.”
In the Vogue article itself, Bieber praised his wife, writing to the outlet via email, “I’ve done a lot of dumb things in my life, but the smartest thing I’ve ever done was marry Hailey.”
Hailey, meanwhile, told the magazine that she follows Justin’s advice when it comes to dealing with the spotlight. “I’ve learned so much from Justin, really,” she said. “He’s been doing this literally since he was a child and he has had to face the most scrutiny of any person that I know. He was, like, ‘Baby, trust me, I’ve been here before many, many times. You’re not going to win. There is no winning.’”
The couple wed in a 2018 civil ceremony, then threw a star-studded 2019 wedding in South Carolina. On August 23, 2024, the pair announced the birth of their son, Jack Blues.
Despite speculation about the state of their marriage, things appear to be going powerful between the Biebers. Earlier in the day on Wednesday, Justin posted photos of himself kissing Hailey on the cheek while cupping her breasts. And on Friday, May 23, Hailey cheered Justin on as he made a surprise onstage appearance during SZA’s concert at the SoFi Stadium in Los Angeles, writing, “My 2 favorite artists” over a video of their performance.
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